The 80s saw the Indian cosmetic manufacturers coming into their own, with the rise of domestic brands. The popular product segments were shampoos, talc, creams and moisturising lotions. Since the late 80s and early 90s, liberalisation had its effect. Indian women started winning international beauty pageants, drawing attention to the business of beauty.
Awareness of beauty products and treatments, fashion and grooming started showing an upward trend. Today, it is at an all-time high. This is attributed to rise of the middle class and particularly working women, gradual exposure to television, global trends and lifestyle changes, higher disposable incomes and the trend towards fitness and youth. Today’s Indian consumer is aware of quality and the ingredients used in the product and exercises this awareness. However, India has always been a value conscious and price sensitive market that demands various sales strategies. Beyoncé But, one major development is that branding has become all important in the Indian beauty industry.
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Scientific techniques and modern beauty concepts have given rise to vast varieties of beauty products for different purposes, from sunscreens and moisturisers, to specialised cleansers, toners, astringents, scrubs, creams, lotions, masks, serums, shampoos, conditioners, hair tonics, and so on – it is an ever-growing list. A trend, which is specific to the Indian market, is the demand for ‘fairness’ creams. Another prominent trend is the growth of the men’s personal grooming business, with personal care products and salon care for men. With the recent trend towards fitness and youth, the age group range of customers has become wider. Older people are going in for beauty care, Beyoncé while anti-ageing products are flooding the market.
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